Consumer behaviour is changing as more consumers adopt a digital life-style. In this context, packaging plays a very important role in transmitting quality and brand values of a product, first on a screen and then at home when the physical product is delivered.

Today, Pro Carton launches a new website which shows how cartonboard packaging is the ideal medium for this role, by enabling intelligent packaging solutions which are creative and innovative, on a sustainable substrate.

New technologies are transforming how consumers view packaging. In addition to being a showcase and vehicle for goods, consumers see packaging increasingly containing innovations that offer high levels of interaction and engagement

Next generation identification of products beyond the barcode, allowing more detailed information to be carried on the pack, which delivers more control for the supply chain and personalisation for consumers

Packaging, as a physical delivery system for the digital world, which is based on responsibly managed raw materials

Consumers buying habits may be influenced by the digital world, but once they have the packed product in front of them they want a good experience from handling it. The pack must be:

Easy-to-open and close

Informative

Attractive and representative

Protect and preserve the contents

Easy to dispose of

Cartons can deliver all of these attributes as well as other solutions which are driven by new technologies, benefiting the brand owner and retailer as well as the consumer. For example:

Food safety through the use of food contact approved additives and other raw materials, low migration inks, barriers and coatings, when required

Anti-counterfeiting systems e.g. on pharmaceutical cartons

New technologies enabled by the digital world can be applied onto cartonboard packaging, making these new developments more eco-efficient, since cartons are recoverable, recyclable and continuously being light weighted so that lighter packs perform to ever higher specifications.

Resource efficient and coming from a natural raw material, cartonboard packaging can help to create value, convenience and sustainability in the supply chain, while delivering the new digital technologies currently being explored by brand owners and retailers.

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Pro Carton

Pro Carton is the European Association of Carton and Cartonboard manufacturers. Its main purpose is to promote the use of cartons and cartonboard to brand owners, the trade as well as designers, the media and politicians as an economically and ecologically balanced packaging medium.

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Every month Pro Carton E-News is sent to over 12,000 decision makers in marketing, design and packaging. Gain an overview in seconds – a simple mouse click then takes you to case studies, interviews with experts, congress reports, market studies, competition analyses and much more. Register NOW and receive two to three absolutely up-to-date news from marketing, design and packaging every month free of charge.